Is this a mall or a trauma center?

March 14th, 2008 by Bud Hanson

Marketing to kids has always been a slippery slope but this one feels like a vertical cliff. Recently McDonald’s received a lot of negative press for placing subtle advertising on report cards. And in the face of the childhood obesity epidemic Ronald will now only be promoting healthy snacks such as apple slices and milk. But this one makes me wonder.

Abercrombie & Fitch has thrown about 10 million dollars to gain exposure, naming rights, and probably more at a new emergency department and trauma center at the Columbus Children’s Hospital in Ohio. I understand that the company once known for shotguns and waterfowl hunting gear is based there. I also get that they may see this as their own unique way to give back in a non-offensive way to the kids (and more importantly the parents) that they target. But where will this lead?

Let’s say your child has a broken arm and is bed ridden in this facility. Are they provided with A&F designer hospital gowns invariably headed for collectible status? Coupons in the take home packs. A&F branded casts? How about in-room advertising on TV? Fashion show tours complete with blaring music in the lobby? Talk about a captive audience. What does a brand expect (or deserve) for its 10 million dollars?

In my opinion A&F has gone a bit too far with this one. Grant it there will be an enormous amount of PR generated both positive and certainly negative. But this is a long-term commitment that contractually has multiple strings attached. The brand will continually try and push the envelope on this sponsorship deal and while the kids may think it’s cool to be seen in this branded trauma ward - the parents may see it as an annoying intervention of a brand in the wrong place.

A&F would have been better off to set aside their money to help pay for underprivileged kids in this hospital. Just feels better for everyone involved.

Posted in not so good marketing | Care to comment?

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